According to the report on Reuters, Tencent will develop Lego-branded games, create a new zone on its video platform dedicated to the toys, and potentially a China-based social network.

“What we are looking for now with Tencent is just to find more creative ways... (of) reaching children, and creating bespoke content with Tencent, in this case, video games,” head of Lego in China Jacob Kragh told Reuters.

Tencent will also work on developing Lego Boost - a set of toys where creations can be coded and animated digitally.

I will be immediately jealous of any social network where part of creating your profile is designing yourself as a Lego character.